Article: 3 Lessons for Developing a Game IP (or Any Brand) Inspired by Jaguar’s “Copy Nothing” Campaign
The recent Jaguar "Copy Nothing" campaign has sparked much discussion, unfortunately for the wrong reasons.
While the intention may have been bold and exciting, the execution fell flat, coming across as a superficial attempt at rebranding rather than a strategic brand statement. Instead of dissecting every misstep of the campaign, I’d like to extract three critical lessons that any game IP or brand can learn to avoid the same pitfalls.
1. Know Yourself: Be Authentic
Before you build a brand or develop a game, ask yourself:
Creating a game or a brand takes years of effort. If you’re going to spend countless hours working on it, you’d better make it something you love, feel passionate about and that would make you proud everyday. Authenticity is the foundation of long-term success.
People don’t buy what you do. They buy why you do it. - Simon Sinek
To thrive, you must build something authentic that truly reflects your identity and values. Authenticity sets the tone for your project. It draws people in because they can feel your passion and purpose, making your work resonate on a deeper level.
2. Know How to Express Your Signature
Authenticity alone isn’t enough. You must know how to communicate it boldly and clearly. Your message must not only be memorable but also embodied in every aspect of your design and communication.
Claiming to "Copy Nothing" while offering a campaign that looks generic, like a blend of fast fashion and phone ads won't cut it. Instead, focus on creating and expressing bold brand pillars that define who you are through a clear and thought after signature.
Don’t just say you stand for something. The essence of your IP needs to shine through in every detail, and every interaction with your audience. Crafting a compelling IP or brand identity isn’t just about being creative; it’s about being intentional and clear.
Case Study: Left 4 Dead
As a gamer, when I think of authentic and precise branding, I keep a vivid memory of the game Left 4 Dead Beyond the endless games with my friends, its communication stood out as a masterclass in clarity and consistency. For those unfamiliar with this 2008 game, it’s a 4-player co-op zombie survival game with a distinct B-movie horror aesthetic. For example, they managed to encapsulate the whole game universe and experience in this packshot.
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Without needing a word, Left 4 Dead’s visual identity encapsulated the game universe and player experience.
3. Be Consistent
Consistency is the unsung hero of great IP creation. It builds recognition, trust, and emotional connections over time. Without it, your message risks being diluted or forgotten.
At the same time Jaguar launched its campaign, I came across an episode of the Uncensored CMO Podcast discussing a report by the IPA and the market research agency System1 on a concept they coined Compound Creativity. The report highlighted how consistent branding compounds over time, creating stronger connections and better results.
Consistency doesn’t mean being static. It means staying true to your foundation while finding creative ways to express it. Think of it as evolving within the boundaries of your unique signature.
Why does this matter? Because inconsistency is expensive. Constantly reinventing yourself without a clear thread or identity forces you to start from scratch with every campaign. On the other hand, staying consistent builds brand equity, saving resources and amplifying your message.
The Example of Guinness
Guinness is a masterclass in consistency. Over the years, they’ve evolved their image while staying true to their roots. Through storytelling, clever campaigns, and authentic social media content, Guinness has consistently communicated its identity: grounded, innovative, and proud of its heritage.
Final Thoughts
The Jaguar campaign serves as a cautionary tale for brands and game developers alike. To truly stand out, you must:
These lessons aren’t exclusive to game developers or big brands. They’re universal principles for anyone looking to create something meaningful and resonant. Be authentic. Be bold. Be consistent.
??What do you think? How do you approach brand building and IP development in your projects? Let’s keep the conversation going!
GDC ?? | Co-Founder @ Genway AI (a16z SR04)
3 个月Spot on Rapha?l Doyen! The Know Yourself is the tricky one IMO. I am trying to figure out how would a brand go about, if they actually wanted to rebrand and start to address to a new market. btw - we just finished interviewing about 200 Jaguar owners to hear their thoughts. You might find it interesting :) https://www.dhirubhai.net/posts/genwayai_5-insights-for-automotive-consumer-insights-activity-7267568437646839808--vQV?utm_source=share&utm_medium=member_desktop
SVP at Atrium
3 个月Very interesting and a great take ?? For me the jury is out on this, which is a single piece of communication in isolation on a new design direction. Reaction is always negative. They say the brand and business is going to change profoundly (yet have made less-explicit references to the retention of other distinctive brand assets such as the leaping cat). As a PR man at pains to point out to clients that design refreshes are seldom news, this is a masterpiece in attracting attention. Now they have attention, what matters is that they will make the actual changes to live the brand, and build new products to reflect them.
Dangerously independent and extremely knowledgeable graphic designer, typographer and business owner (ex)
3 个月My take on a readable version
3 things: good at words, not bad at ideas, great at brand building, rubbish at maths.
3 个月Great article Rapha?l. Really agree with you on Jaguar - the words are so generic an inauthentic, even if the visuals are unusual for the category. I'm very suspicious of System 1, however, and how they've managed to convince everyone that theirs isn't point of view but scientifically proven fact. I don't buy it. Guinness is indeed a masterclass.
Production Director / Closer, Studio Gobo
3 个月Let's wait to see their new car and how it sells mate ??, for now they got more publicity than they probably hoped for